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Tag: Licious

  • VIP gets a Multiples makeover as Piramal family packs up stake

    VIP gets a Multiples makeover as Piramal family packs up stake

    MUMBAI: After decades at the top of the luggage chain, VIP Industries is zipping into a new era. In a strategic shake-up that marks the end of an era and the start of a fresh chapter, the Piramal family has signed a definitive agreement to offload up to 32 per cent of its stake in VIP Industries to a consortium led by Multiples Private Equity. The deal will see control of Asia’s largest luggage maker shift to the new investors, triggering a mandatory open offer worth a whopping Rs 1,437.78 crore for an additional 26 per cent stake at Rs 388 per share.

    While the sale hands over the reins, it’s not a full goodbye, the Piramal family will remain shareholders, with Dilip Piramal stepping into the role of chairman emeritus. “This is a pivotal moment for VIP. With Multiples stepping in, we’re setting the wheels in motion to reclaim our leadership in the Indian luggage market,” said Piramal.

    Multiples, known for backing big-name disruptors like Delhivery, Licious, and Dream Sports, now adds another heavyweight to its portfolio. “We see enormous potential in VIP’s legacy and brand value,” said Multiples founder and CEO Renuka Ramnath. “This is not just a transaction, it’s a transformation play.”

    As per the open offer filing, Multiples and co-investors including Samvibhag Securities, Mithun and Siddhartha Sacheti, will collectively acquire up to 4.54 crore shares, translating to a 31.89 per cent stake. If fully subscribed, the open offer alone could cost them over Rs 1,437 crore in cash.

    The deal values VIP Industries at more than Rs 5,500 crore and includes a shareholder agreement that allows Multiples to take over management control. It is subject to approval from the Competition Commission of India and will be executed in line with SEBI’s takeover code. Legal advisors on the deal include AZB & Partners for the Piramal family, and Khaitan & Co for Multiples.

    Founded in 1971, VIP Industries has sold over 100 million pieces of luggage and commands a presence in 45 countries. Its brands VIP, Skybags, Carlton, Aristocrat, and Caprese are household names. But the past few years haven’t been baggage-free, with stiff competition and changing travel habits weighing down growth.

    This strategic sale could help VIP travel light again. With Multiples now in the driving seat and a fresh burst of private equity fuel, the legacy brand is gearing up for its next long-haul flight.

  • Licious serves a feast of colours with ‘Gulaal & Gravy’ Holi campaign

    Licious serves a feast of colours with ‘Gulaal & Gravy’ Holi campaign

    MUMBAI: Who says Holi comes just once a year? Licious, India’s leading D2C meat and seafood brand, is bringing the festival of colours to the plate with its latest campaign, Gulaal & Gravy. The visually rich ad film captures the essence of India’s culinary diversity, turning every meal into a celebration of vibrant hues and bold flavours.

    The film opens with an irresistible shot steaming basmati rice being drenched in a rich, hearty mutton curry, setting the stage for a feast painted in shades of laal (red), hara (green), bhoora (brown), and peela (yellow). As the poetic narration proclaims, Kaun kehta hai Holi ka din ek hi baar aata hai? Dekho kaise desh mera isse har din manata hai! (Who says Holi comes only once a year? See how my nation celebrates it every day!).

    What follows is a rollercoaster of meaty indulgence, Tandoori Tikkas, Attukal Paya Soup, Galauti Kebabs, masaledaar chops, Mutton Dhansak, and an array of fragrant biryanis, each dish representing the rich tapestry of Indian cuisine.

    “Holi is about colours, and so is our food,” said Licious founders Abhay Hanjura & Vivek Gupta. “From the fiery reds of Kashmiri Rogan Josh to the golden yellows of Hyderabadi Biryani, the vibrant greens of Karnataka-style mutton chops to Kerala’s creamy coconut-infused Chicken Stew, India’s plates are a never-ending festival of colours. ‘Gulaal & Gravy’ is our ode to this vibrant diversity.”

    The film’s tagline, Kashmir se Kanyakumari, Gujarat se Arunachal, chalta rahe India ka ye swaadbhara rangon ka tyohaar (From Kashmir to Kanyakumari and Gujarat to Arunachal, may India’s delicious festival of colours go on forever!) perfectly encapsulates the thought. Because while Holi comes once a year, India’s love affair with bold flavours never stops!

  • Madchatter Brand Solutions joins forces with MetaMorph as PR partner for Chhalaang 2.0

    Madchatter Brand Solutions joins forces with MetaMorph as PR partner for Chhalaang 2.0

    Mumbai: Madchatter Brand Solutions, an integrated communications firm, proudly announces its strategic alliance with MetaMorph, a 360° HR Advisory firm as the official PR Partner for the revolutionary initiative, Chhalaang 2.0, India’s largest Women-only Hackathon. Scheduled for April 6th, 2024, at the venue partnered with Microsoft for Startups in Bengaluru, Chhalaang 2.0 is poised to be the epitome of women’s empowerment in the tech sphere. Participating in this groundbreaking event are esteemed brands, with Gameskraft as the title sponsor, and other participants including Bureau, Groww, Veera, and DMI Finance.

    With a mere 10 per cent of the Indian tech workforce currently comprising women, the urgent need for dedicated initiatives to boost this number is indisputable. Chhalaang, MetaMorph’s flagship program, emerges as a powerful catalyst to elevate women’s participation in the Indian tech workforce. Building on the triumph of its inaugural season, which saw a remarkable 5,000 applicants and 250+ women participating, Chhalaang 2.0 is set to make an even more resounding impact, projecting over 10,000 applicants and welcoming more than 500 women on the final day.

    A stellar panel of judges, featuring Yubi chief data officer Mathangi Sri Ramachandran; Licious chief product & technology officer Ajit Narayanan; Swiggy AVP, new initiatives Shivangi Srivastava, Atlassian head of engineering for commerce Sonia Parandekar, and Plum co-founder Saurabh Arora, will preside over the hackathon, ensuring fairness and expertise in the selection process. The hackathon offers participants the chance to win from a prize pool worth up to Rs 8 lakhs, sponsored by Plix, Plum, Luzo, Frido and Purplle.

    Madchatter Brand Solutions founder Rachna Baruah expressed enthusiasm about the collaboration, stating, ‘We are thrilled to partner with MetaMorph for Chhalaang 2.0. This hackathon represents a powerful initiative towards fostering diversity in the workforce. We believe in the potential of this platform to bring about positive change and provide deserving women with the recognition they deserve in the tech workforce.

    MetaMorph founder partner Sanam Rawal & MetaMorph core team member heading acquisition & diversity initiative Swati Gupta said, “Chhalaang is not just a hackathon; it’s a movement to reshape the narrative for women in technology. Our collaboration with Madchatter Brand Solutions reinforces our commitment to amplifying the impact of Chhalaang 2.0. Together, we aim to inspire, connect, and propel women in tech towards new heights.”

    GamesKraft founder Prithvi Raj Singh said, “Since inception, we’ve supported Women Krafters in pursuing their career aspirations. Partnering with MetaMorph’s Chhalaang 2.0 elevates our commitment as we host talented women coders, shaping the future of tech. Krafterhood thrives on diversity and inclusion, and this is just the beginning!”

    Registration link to Chhalaang 2.0: http://tinyurl.com/inmail1.

  • Licious presents ‘Sunday Special’ with the freshest mutton offerings

    Licious presents ‘Sunday Special’ with the freshest mutton offerings

    Mumbai: The country’s most loved meat and seafood brand – Licious – now strengthens its offering of an extensive range of mutton cuts, catering to the specific needs of discerning customers in Tamil Nadu. Now customers in Chennai can enjoy fresh & premium quality cuts such as shoulder curry cut, ribs, chops and more. Just when you thought it couldn’t possibly get any better, there are also the Mixed Packs for true mutton lovers, with a mix and match of pieces of your choice suited for an array of mutton recipes. Now your Sunday Special show can be marked with rich mutton curry, a lip-smacking roast, fried appetizers and more with these tender, meaty cuts. All this from the convenience of your home – delivered fresh to your doorstep through the Licious App or website. Now that’s what we call – Sunday Special show naale, Licious Mutton Thaan (Sunday Special Show means Licious Mutton only).

    Licious VP – brand Santosh Hegde said, “At Licious it is our constant endeavour to get closer to our consumers and delve deeper into their preferences & concerns. As much as we understand all things meat, understanding our consumers is just as imperative for us. Mutton is one of our core product offerings and a true sensorial indulgence, especially in Chennai, where ‘Sunday Specials’ are marked by mutton preparations starting right from breakfast through lunch and dinner. The sign of a blockbuster Sunday is enjoying back to back blockbusters on TV, accompanied by back to back mutton delicacies in varied preparations. And the right mutton is at the core of it all – tender, fresh and customized per the recipe it is meant for. The meaty & succulent mutton pieces, marked by the perfect blend of meat and fat for that rich taste, and fresh, premium quality mutton – are all the right ingredients that go into the making of a Blockbuster Sunday!”

    The brand’s dedication to offering premium quality mutton starts right from sourcing when it specifically selects young goats & lambs. The meat is rested for a minimum of 12 hours and evenly cut for an even cook & absorption of spices. Hygienically vacuum-packed and always stored in temperature-controlled environments between zero and four degrees Celsius, right up to your doorstep – these meaty delights from Licious are just what you need to cook up delicacies such as Mutton Kurma, Chukka, or kuzhambu. For a truly delightful meaty experience, the brand also offers a wide range of mutton parts (offals) as liver, heart, trotters and paya, that can be used right out of the pack to impart rich, intense flavors to lip-smacking preparations such as Liver Fry or Aatukaal Paya. The best part – these mutton parts/offals can be easily ordered through the Licious App all through the day, eliminating concerns of unavailability or limited stock. The brand recently launched these drool-inducing offerings with an equally interesting campaign film. The film depicts a regular Sunday in a Chennai household and how it turns into a blockbuster Sunday with the many mouth-watering mutton dishes being cooked at home. What makes the film more enjoyable is its music, which is a take on a popular, foot-tapping Ilaiyaraaja track from the 80s movie ‘Siva’.

  • How does the best day of the week get better?

    How does the best day of the week get better?

    Mumbai : Cannot possibly keep calm because that one day of the week that we all eagerly look forward to just got more exciting! Licious, the meat & seafood brand, now ensures your Sundays are a cause for celebration. 

    Recognising that this is the one day when fursat, farmaishein and family come together, the brand beckons ‘Licious Mangaiye, Sunday Manaiye’.

    Order your favourites from the Licious app or website and make it a day to remember, because nothing renders a Sunday more special than a meal of meaty delights with family and loved ones. This invitation to make it a memorable Sunday was strategised and conceptualised in partnership with Sideways Consulting, a creative problem-solving outfit.

    This is the first film of the campaign and is directed by acclaimed director Amit Sharma (of Badhaai Ho fame), starring the versatile Gajraj Rao. The film presents a lunch table scenario from a bright Sunday, with family members relishing a great spread of chicken and mutton delicacies, gleefully asking – aap Sunday nahi manate kya?

    Telling us more about earmarking your Sundays with Licious, brand Licious, vice president Santosh Hedge said, “Great food with great company is what Licious is all about. And we are humbled to be a part of every special occasion & celebration with our consumers since great food is inherent to every celebration. However, in the wait for these ‘special occasions’ we miss out on the 52 such occasions that are available to us once every week – the coveted Sundays! We all know how important a role ‘Sundays’ play is when it comes to culminating the week with a spread of the choicest meat delicacies, devoured with the entire family. After all, why wait for a special occasion when a hearty lunch with near and dear ones on a Sunday is as special as it can get. This campaign is a reminder to not let Sundays slip by, and the film shows you just how it is done. So, wait no more, get your folks together and fursat, farmaishein and family ke saath Sunday Manaiye!” 

    Sundays – the days when time seems to deliberately slow down, and when the aroma of your special chicken curry or mutton biryani travels through the house, inducing craving & drool. The film opens on one such Sunday, with a relatable scenario of a Mamaji (played by Gajraj Rao) dropping in since he was in the neighbourhood.

    Delighted at the arrival of the unexpected guest, the family invites him to join them at the lunch table. One look at the table laden with an extensive spread of chicken and meat preparations, Mamaji wonders if this delectable celebration is in his honour. He is quick to ask if it’s a birthday or promotion that’s being celebrated. This fun guessing game continues until the woman reveals that it is in fact a celebration of Sunday.

    A visibly awkward Mamaji is quick to mask his surprise, and even quicker to join in the celebration as he quips – chalo Sunday manate hai! The film ends on a reminder that there is just that one day in the week when fursat, farmaishein and family come together, and it calls for a special celebration with Licious. And the Licious App or website is all you need. The film will be aired on TV and digital platforms, while the brand would continue to work with Sideways Consulting to extend the campaign platform into more exciting initiatives. So, make the best day of the week even better – milke Sunday Manaiye!

    Agency Creds:

    Sideways Consulting

    leadership team: Abhijit Avasthi, Sonali Sehgal

    creative: Sameer Sojwal, Nilay Moonje, Misht Srivastava, Viraj Nandivadekar, Ajay Narsimhan, Shashank Mestry

    account management: Vanita D’Mello , Farzaad Dastoor

    strategy: Siddharth Mohanty, Amatulla Mukadam, Manasvini Bhatia

    Watch the film here:

    production house – Chrome Pictures

    director: Amit Sharma

    producer: Abhishek Notani

    DoP: Rajesh Nare

    music: Shubhojit Mukherjee

    food stylist: Saba Gaziyani 

  • Licious launches its latest campaign ‘Licious Sera Sunday’

    Licious launches its latest campaign ‘Licious Sera Sunday’

    Mumbai: Taking forward its commitment to enhance consumers’ experience with meat & seafood, Licious has launched its latest campaign ‘Licious Sera Sunday’, because ‘Sera Sunday maanei Licious er sera Mutton’, meaning ‘The ultimate (sera) Sunday calls for the ultimate (sera) Mutton by Licious’! The campaign celebrates the quintessential place that mutton holds in Bengali cuisine, and how a lip-smacking mutton dish is at the core of a well-spent, memorable Sunday. The film takes us inside a Bengali household on a Sunday, giving us a glimpse into how every family member’s Sunday plans revolve around the aromatic, delectable Mangshor Jhol being prepared for lunch. Catch the film on the brand’s YouTube and Insta pages and plan for your next sera Sunday on the Licious App or website.

    Licious VP – brand Santosh Hegde said: “While nobody understands meat & seafood as well as we at Licious do, we continually make efforts to better understand our consumers and their preferences. One of our core product offerings, mutton is a true sensorial indulgence, especially in Kolkata, where Sundays mean familial togetherness & bonding over that special mutton preparation. The sign of a great Sunday is the shared mutton lunch experience that lingers, influencing plans and conversations through the oncoming week. And it all starts with the right mutton – tender, fresh and customized per the recipe it is meant for. The perfect blend of meat and fat for that rich taste, meaty & succulent mutton pieces and fresh, premium quality mutton – are all the right ingredients that we offer for the making of a sera Sunday!”

    The film opens on a typical morning inside a Bengali household, when the marination of mutton is a clear giveaway that it’s a Sunday. As the film rightly points out – akta aladai byapar ache ajker robibare (there’s something different about this Sunday), we see members of the family, from the granddad to the grandson, getting enticed by the aromas arising from the kitchen. In an almost orchestrated fashion, all plans and activities for the day center around the Mangshor Jhol; like Rahul has abandoned the football ground for a ‘big’ reason calling dibs on a big juicy mutton piece as his mom lifts a piece on the ladle. As lunchtime approaches, the Mangshor Jhol, now with the mutton pieces & curry delicately arranged on a bed of rice, draws the family together in a delicious communion. With each bite, a sense of sheer delight and fulfillment takes over, reaffirming ‘shotti akta aladaaai byapar ache ajker robibare, karon Licious Mutton er shathe ei robibar ta hoyeche shobar sera”, meaning ‘truly there’s something different about this Sunday, because with Licious Mutton it has become next-level/the very best’.

    To cater to Bengali’s love for mutton, Licious has also launched 2 new offerings –  Mangshor Jhol Cut crafted from Kochi Patha which is just what you need for that lip-smackingly good Sunday mutton curry. In addition, the brand now also offers Kosha Mangsho cut, expertly crafted to make the Mangsho’r Jhols richer and tender.

  • Licious unites Ghotis & Bangals with meaty delights this Durga Pujo

    Licious unites Ghotis & Bangals with meaty delights this Durga Pujo

    Mumbai: The intra-community rivalry between the ghotis & bangals has made for some fun banter over the years. No family gathering in a traditional Bengali household is ever complete without members of each side striving to establish one-upmanship, be it on culture, language, sports or food. As this contest of words and wit ensues, this Durga Pujo, Licious brings peacetime & festive fervour with an extensive spread of meaty delights. In its latest film, the brand brings together the ghotis & bangals to celebrate the spirit of Pujo with Bengal’s best – Hilsa, prawn, mutton and much more! The film now live on Licious’ Insta and YouTube pages, showcases a chapter from the book of ghotis v/s bangals that ends at the dining table with a mouth-watering feast of kosha mangsho, malai curry, bhapa ilish, muitha, ilish bhaja and pabdar jhal.

    Licious VP brand Santosh Hegde said: “The Durga Pujo film underscores our belief that good food has the power to unite even the most spirited cultural rivalries. And there is no better way to celebrate the rich Bengali heritage than through its flavoursome cuisine. Armed with our expertise in meat & seafood, we have the leverage to offer specialized products & cuts to ensure our consumers have a memorable Pujo celebration. So whether you are a ghoti or a bangal, whether you prefer hilsa, prawn or mutton – Licious has you covered this Pujo!”

    The film is set in a bustling Bengali household, abuzz with vibrant decor and preps for Durga Pujo. The dinner table is being set with the choicest of dishes and meaty delights, right from ilish macher bhaja, muita, pabdar jhal, kochi pathar jhol and more. Just then the lady of the house gets teased by her ghoti relative on whether the spread today features bangal specialities or are there any ghoti delicacies as well. For the uninitiated, people originating from East Bengal (now Bangladesh) are referred to as ‘Bangal’ and those hailing from West Bengal are called ‘Ghoti’. With witty banter and humourous rejoinder, the debate continues in true Kobir Lorai style (a poetic volley of words between 2 people, set to a tune & aimed at outsmarting each other) as the lady and her ‘opponent’ continue to take a dig at each other’s cooking styles, choice of fish and more.

    The rhythmic beats of the dhak add to the tempo of this lorai; onlooking family members cheer on, at times even singing along. Who wins, you wonder; of course, the meaty delights by Licious do! Young family members intervene to remind that this isn’t the time to argue, but it’s the time to come together & enjoy the delightful spread that’s brought the family together, all thanks to Licious. Amidst laughter & marked by the festive spirit, the family rejoices with the delicious Pujor Mahabhoj made with Licious’ offerings for the season, forgetting all about their differences. After all, tasty meaty delights from Licious are what every ghoti and bangal would unanimously bond over this Pujo season.

    Embed link: https://www.youtube.com/watch?v=K9alInxWQqA&ab_channel=Licious

  • Licious announces association with ‘Bigg Boss’

    Licious announces association with ‘Bigg Boss’

    Mumbai: The famous meat brand Licious has been associated with the country’s most popular and longest-running reality show, Bigg Boss, for its latest season.

    As part of this unique integration, Licious will cater to contestants’ meat cravings by setting up an experiential zone called The Licious Greed Zone in the house.

    Bigg Boss is arguably the most preferred prime-time viewing by fans of the show, and adding to its charm is the host, Salman Khan. The iconic show enjoys a plethora of celebrity associations and brand engagements, which is a testimony to the show’s value.

    Joining this club, Licious will be offering its assorted range of premium quality and delectable varieties of fresh meat, seafood, and ready-to-cook items in the house. The tie-up will also roll out an interactive contest, where Bigg Boss fans will get a chance to vote for their favourite Licious staple on the Licious app. The most-voted dish will be available in the Licious Greed Zone inside the Bigg Boss House. The dish with the maximum number of votes will find its way to the participants, also giving the audience a chance to become a part of the show. To take things a notch higher, three lucky voters will get the golden chance of meeting Bollywood superstar Salman Khan!

    Speaking about the association, Licious vice president of brand development Santosh Hegde said, “Bigg Boss is the epitome of entertainment and laughter. The show comes with a massive reach and an ever-increasing viewership, which only makes it a perfect platform for integration. At Licious, we are always looking out for moments to bring people together because food is the greatest emotion for all of us, and nobody knows meat like us! Our partnership with Bigg Boss is an exciting move through which we are ready to showcase our wide variety of products, catering to every taste and craving. What makes it better is that the audience will also get an opportunity to help their favourite housemates get the best of Licious via the greed zone.”

  • WOW Skin Science ropes in Vanda Ferrao as CMO

    WOW Skin Science ropes in Vanda Ferrao as CMO

    Mumbai: WOW Skin Science, one of the leading D2C beauty and wellness brands, has announced the appointment of Vanda Ferrao as chief marketing officer. In her new role, Vanda will be responsible for the development and implementation of marketing strategies across all of WOW’s product categories and channels.

    Ferrao brings nearly two decades of brand building and marketing experience from her leadership roles at leading companies including Britannia, Fresh to Home, and Licious.  

    On her joining, Ferrao commented, “I’ve been a consumer and an ardent admirer of WOW’s products and it’s a proud feeling to see a homegrown brand make waves both in India and in global markets. I am excited to be part of this amazing team and look forward to leading marketing as we execute our vision of becoming the leader in the beauty and wellness space”

    WOW Skin Science co-founder Manish Chowdhary said, “We welcome Ferrao to the WOW family. Her expertise and proven success in creating leading brands makes her the perfect partner to channel our business goals into a robust marketing strategy. We’re geared up for some really exciting new developments and with Vanda as part of our leadership team, WOW is sure to grow manifolds.”

  • WATConsult bags ORM & digital listening mandate for Licious

    WATConsult bags ORM & digital listening mandate for Licious

    Mumbai: WATConsult, an Isobar company and hybrid digital agency from dentsu India, has won the ORM (Online Reputation Management) and digital listening mandate for D2C unicorn Licious. 

    The account was won following a competitive multi-agency pitch and will be serviced from the agency’s Mumbai office.

    “The meat and seafood sector, in India, is still largely in its nascent stage; however, it holds vast potential. Licious being the industry leader, has huge plans to capitalise on this opportunity,” said Isobar India group CEO Heeru Dingra. “The brand is looking at growing its offline business, its ready-to-eat product portfolio and is also keen on geographic expansion. With our strategic understanding of the digital audiences and expertise in scaling up brands, we really look forward to supporting Licious on their journey.” 

    As per the mandate, WATConsult will focus on the company’s philosophy of ‘delighting the world with an unmatched experience,’ thereby, the agency will monitor, listen, respond to queries and report to users online. Apart from the regular social media channels, the agency will also manage the app reviews, Google My Business reviews, blogs, news & public websites along with Crisis Management, which is also a significant part of the mandate.

    “ORM forms a very integral part of the brand-building & reputation management piece. It also builds into the customer obsession promise that Licious upholds,” said Licious VP- brands and new ventures Simeran Bhasin. “We look forward to our partnership with WATConsult to elevate our customer service and the overall Licious experience.”

    WATConsult managing partner Sahil Shah added, “What excited me the most is the vision with which the team at Licious is building the brand and how they are obsessed with customer-centricity. For instance, think of a future where omnichannel ORM will become a reality using the power of data and technology to have a single view of the customer. Thus, driving better customer experience and delight.”